Abstract
Care for the environment is directly connected to consumer behaviour. The authors summarize in their research the findings of different authors who have examined various aspects of socially responsible consumption, green consumption and ethical consumer behaviour. Their results have shown that consumers contribute to active environmental problem solving by selecting and purchasing environment-friendly textile products. Today’s consumers have started to act more ethically and responsibly when purchasing and considering the products they need. The goal of this paper is to explore Slovenian consumers' perception of eco-friendly textile products, to investigate underlying attitudes and perceptions, and consumers’ willingness to buy eco-friendly textile products in the future. Research questions focus on knowledge about eco-friendly textile products, attitudes, perception and purchasing behaviour as it relates to eco-friendly textile products. Slovenian consumers express a positive attitude towards eco-friendly textile products. They perceive eco-friendly textile products as products with a certificate, as produced in an eco-friendly manner, as products with a higher price than conventional products and as sustainable products. The most important factor when purchasing eco-friendly textile products is the label ''product with certificate'' or ''certified product'', as consumers buy eco-friendly textile products labelled as such. Respondents intend to purchase eco-friendly textile products in the future. The results of this research could be used in planning the further development of the eco-friendly textile products market. Overall positive attitudes toward eco-friendly textile products should be reinforced, while consumers can be influenced through targeted advertising. The results of this research can be used to plan further marketing activities.
Highlights
Understanding consumer behaviour extends to various branches of science and is a key to successful marketing
We present the following hypothesis: H6: Young consumers are willing to pay a higher price for eco-friendly textile products than for conventional textile products
Based on the obtained results, hypothesis 1 that “the definition of eco-friendly textile products has not been clearly integrated in the perception of young consumers ” was confirmed
Summary
Understanding consumer behaviour extends to various branches of science and is a key to successful marketing. The most important reasons to buy ethical clothing are a consumer’s feeling that by purchasing ethical clothing they are helping to make the world a better place and solving the problems of the fashion industry Both are based on altruistic values [5]. Consumer behaviour is, during the purchase decision making process, affected by various factors These can be divided into several factor (influence) groups: psychological (motivation, attitude, learning and memory), social (reference groups, family, individual’s role and position, and status), personal (age and level of a family’s life cycle, occupation and financial situation, lifestyle, personality and self-image, values and beliefs), cultural (culture and social class) [6,7,8], economic (price-monetary and non-monetary aspect, income and quality) [9], individual differences and environmental impacts [10,11,12,13,14]. In the past few years, textile brands have been appearing that aspire to adopt sustainable behaviour, use ethical and environment-friendly product materials and have been introducing the 5R approach (Reduce, Reuse, Recycle, Redesign, Reimage)
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